Président has stepped into the cream cheese category with the launch of Président Whipped Cream Cheese.
The Lactalis UK & Ireland-owned brand said the product (rsp: £2.10/125g) was designed to attract new shoppers through its “distinctive whipped texture and rich, indulgent flavour”.
Available in a 125g resealable pot, made in France and finished with French sea salt, Président said the SKU offered consumers a clear trade-up opportunity.
“Président Whipped Cream Cheese brings something genuinely new to the fixture, with its distinctive whipped texture and rich flavour,” said Lactalis UK & Ireland group MD Héloïse Le Norcy-Trott. “We see strong potential to drive trade-up, recruit new shoppers into the category, and offer retailers a compelling point of difference that supports value growth.”
Président recommended the whipped cream cheese could be spread on bagels, toast, or served as a dip alongside crackers and crudités, “making it ideal for occasions from quick snacks to informal entertaining”.
“Cream cheese is a well-established staple, but there is a clear opportunity to unlock further value through premiumisation and differentiation, particularly as consumers look for new and easy ways to elevate everyday meals,” said Le Norcy-Trott.
Président Whipped Cream Cheese will appear in Waitrose, Morrisons and Ocado from 20 April, with the launch supported by an in-store and online campaign designed to boost purchases and visibility.
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